PICK UP! Schools Sampling 300 Schools in KSA (Jeddah • Riyadh • Dammam) | Future Plan

PICK UP! mascot with kids during schools sampling in Saudi Arabia — Jeddah Riyadh Dammam

PICK UP! — 300 Schools Activity Report (KSA) · Nationwide Sampling & Promoter Campaign

Jeddah · Riyadh · Dammam — May 2017

Future Plan executed a large-scale in-school sampling programme for PICK UP! (by Bahlsen), in partnership with the official KSA distributor Kabli Trading Co.. Across 300 schools in Jeddah, Riyadh and Dammam, our trained promoters delivered a fun, safe and educational experience that introduced children to the brand in a positive, memorable way—aligned with school policies and child-safety standards.

Objectives

Drive trial and brand familiarity for PICK UP! among primary school students.
Educate parents/teachers on product quality and portion control via take-home leaflets.
Collect school feedback and operational learnings to scale future waves.

Strategy

Permission-first routing: advance approvals from school admins; daily access lists & sign-ins.
Promoter playbook: kid-safe briefing, classroom etiquette, allergy checks, waste-free sampling.
Engagement moments: mascot photo-ops, mini games, and “thank-you” cards for teachers.
Measurement: class-by-class counts, acceptance rate, sentiment notes, photo log (where allowed).

Execution (A–Z)

Routing & coverage: 3 regions · 300+ schools · multi-shift teams with regional supervisors.
Promoters: uniformed, ID-badged, child-interaction trained; female/male pairs as required by school policy.
Sampling logistics: temperature-safe transport; sealed packs; controlled classroom distribution.
Comms kit: Arabic/English one-pagers for admins + take-home notes where permitted.
Compliance: photo consent rules, allergy guidance, teacher presence during activation.
Reporting: daily coverage sheet, exceptions log, image archive, and consolidated end-of-wave report.

Coverage & Indicative Volumes

Cities: Jeddah · Riyadh · Dammam
Schools: 300 (public + private; admin-approved)
Touchpoints: classroom briefings · break-time booths · staff lounges (select sites)

Results

High trial among target age groups and positive brand recall post-activation.
Strong school satisfaction: smooth entry, tidy setups, zero disruption to teaching schedules.
Distributor readiness: clear learnings for faster repeat waves and retail tie-ins.